Abstract
Collegiate football ticket sales supply over 20% of the athletic department revenues (NCAA, 2008) and are an important part of the income stream, as pre-sold season tickets are guaranteed income. The purpose of this study was to examine the theoretical constructs of a five-factor consumer behavior model for intercollegiate football tickets consumption. The participants were spectators of a NCAA Division IA football annual player draft game (n=201). Around half of the participants were current season ticket holders (54.2%) and married (49.2%). Confirmatory Factor Analysis (CFA) was utilized to analyze the factorial validity of the five-factor consumer behavior model for intercollegiate football tickets consumption (Accomplishment, Game Attractiveness, Joy & Excitement, Facilities and Enrichment). The results support the conclusion that the five-factor consumer behavior model for intercollegiate football tickets consumption possesses an adequate degree of validity (RMSEA = .049, SRMR = .072, CFI = .99, χ2/df ratio = 1.49 and ECVI = 1.39)
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2011.020204
Publication Date
11-2011
Recommended Citation
Mak, Jennifer Y., and Cheung, Siu Yin (2011). The five-factor consumer behavior model for intercollegiate football tickets consumption. Journal of Applied Marketing Theory, 2(2), 46-55. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol2/iss2/4